hp action your data with social business
DESCRIPTION
Presented by Michael Crooks, HP Social Enterprise Practice Lead, at a leading, worldwide media and entertainment company’s analytics summitTRANSCRIPT
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
“Actioning”your data withSocial Business
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So what is Big Data?
Depending on your World, the Meaning of Big Data VariesKey… It’s relative
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HP’s Perspective
Billions of transactions
• Sales orders• Shipping info• Reseller data• Customer support• Promotions• Responses• Web logs• Trade data• Syndicated data
• Online sales• Downloads• Call notes• SMS• Web chat• Blogs• Social networks• Mobile apps• Sensors• Survey response• Emails
Millions of transactions
Enterprise information that comes from line of business systems that provide
structured database information that is used to run the business
Global information that comes from internal and external unstructured sources that issued to gain insight on the business drivers
&
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Big Data Snapshot
T. Robbins Needs Content
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I collected it... I know what I want to do with it
Manage risk across
the organization
Integrate social media &
intelligence into key processes
Monetize the value
of information
Increase unaided &
positive brand awareness
Improve efficiency and productivity
Improve innovationand time to
market
Grow and retain customer base
Social media Rich-Media MobilityLegacy
Now what???
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Challenges Creating Value
How do We
• Share it
• Represent it• Reuse it• Translate it
• Understanding it
• “Action” it“… We have more than enough data, but not enough access and not enough answers”
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Extract the Value
Context-aware analytics
Context-aware computing is about user experience: it means using information about the user to improve the quality of an interaction
Pattern-based strategy
A pattern-based strategy enables enterprises to seek new patterns, model a response and adapt the organization to execute the response
Monetizing information
Much of the information within an enterprise remains unconnected, undiscovered – and unused
Key information drivers/trendsBig Data ∙ Social media ∙ Risk management ∙ Cloud ∙ Mobility
“Shared” info ecosystems
Information will be shared openly between systems, departments, customers and partners. Governments creating regulations to enforce it
$001011$
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Key Question:
What is the Greatest Big Data Aggregator and
Processing Solution?
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Answer:
IT’S YOU“…. if your brain worked like a digital video recorder , 2.5 petabytes would be enough to hold three million hours of TV shows. You would have to leave the TV running continuously for more than 300 years to use up all that storage”
– Scientific American
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Answer: IT’S YOU!
Don’t Under Estimate The Human Factor when Dealing with Big Data
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Social Media
Mobile
Legacy
Rich Media
However, gapped interactions decelerate results
Reasons for Method
• Culture
• Governance Model• Tools or Operating Environment• Knowledge
• Regulatory Requirements
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Social Business
Social
Mobile
Legacy
Rich Media
Social enablement is a start... but some fall short
Challenges
• Static Memberships• Adoption
• Often Manual
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Key Aspect of Social “Actioning” Data:
Make the Data Hunt for You… Not You Hunt for the Data
Key…Must Understand Needs
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Tony Robbins
Why Social and Big Data are Key… The Human Factor
6 Human Needs1. Certainty - We need to feel secure
that their decisions are right… We want to avoid threats
2. Uncertainty - We want variety… We want to learn
3. Significance - We want to feel unique… We want to feel they have meaning
4. Connection - Most want to be relatively accepted and cared for … We desire this in social interaction or in our personal lives
5. Growth - Some want to continue to expand and move forward… This is mainly to satisfy the other 5 needs
6. Contribution - Some of us want to give and participate… Once again, this is tightly aligned with all the other needs
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Tony Robbins
Social 2.0 Engagement
Lifecycle
Relation
Affirmation
Continuation
Why Social and Big Data are Key… The Human Factor
6 Human Needs1. Certainty - We need to feel secure
that their decisions are right… We want to avoid threats
2. Uncertainty - We want variety… We want to learn
3. Significance - We want to feel unique… We want to feel they have meaning
4. Connection - Most want to be relatively accepted and cared for … We desire this in social interaction or in our personal lives
5. Growth - Some want to continue to expand and move forward… This is mainly to satisfy the other 5 needs
6. Contribution - Some of us want to give and participate… Once again, this is tightly aligned with all the other needs
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Social 2. 0 Engagement
Lifecycle
Relation
Affirmation
Continuation
Social Business 2.0 Capability Essentials
Multi-Platform Integration
Dynamic Orchestration
Personalization
nEngagement
Social Enablement
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Multi-Platform Integration
Dynamic Orchestration
Personalization
nEngagement
Social Enablement
Making it happen – Engage with Meaning
Your Participants
Employees
Consumers
Partners
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Multi-Platform Integration
Dynamic Orchestration
Personalization
nEngagement
Social Enablement
Making it happen – Engage with Meaning
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Multi-platform Integration
Smartphones, Tablets, Desktop, Digital Signage Displays, Smart HD Televisions, etc.
Campaign Managemen
t
BI Reports &Analytics
Commerce Transaction Managemen
t
PolicyEngine
Repository
Service Orchestration
API Management
Service Delivery Layer
Web Services
Offers Campaigns
Assets
Serv
ice M
an
ag
em
en
t
Payment Gateway and Processing
Media & Subscriber Meta Data Ingest
Com
mu
nic
ati
on
s &
Noti
ficati
on
s
SMS or Rich Push
Social Media
integration
Visa, MasterCard, etc.
Music, Video, etc.
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Multi-platform Integration
Smartphones, Tablets, Desktop, Digital Signage Displays, Smart HD Televisions, etc.
Campaign Managemen
t
BI Reports &Analytics
Commerce Transaction Managemen
t
PolicyEngine
Repository
Service Orchestration
API Management
Service Delivery Layer
Web Services
Offers Campaigns
Assets
Serv
ice M
an
ag
em
en
t
Payment Gateway and Processing
Media & Subscriber Meta Data Ingest
Com
mu
nic
ati
on
s &
Noti
ficati
on
s
SMS or Rich Push
Social Media
integration
Visa, MasterCard, etc.
Music, Video, etc.
Deliver
Monetization
Media Managemen
t
Orchestrate
Man
ag
eC
om
mu
nic
ate
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Multi-Platform Integration
Dynamic Orchestration
Personalization
nEngagement
Social Enablement
Making it happen – Engage with Meaning
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Aligning to
Engage
Dynamic OrchestrationCharacterize Data and Orchestrate Alignment
Social Network
Traditional Media
Consumer Direct
Big Data
Collaboration
Mobile
Social
Analytics
Visual
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Dynamic OrchestrationUnderstand your collaborators and targets
Social Network
Traditional Media
Consumer Direct
Big Data
Collaboration
Mobile
Social
Analytics
VisualPartners
Business Units
Industry Affiliates
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Dynamic Orchestration – understanding needs
Understand what I want
Understanding what I hate
Understand what I know
Understand what I do
Understand what I like
Understand what I buy
Understand what I buy
Your audience and Collaborators Needs Must be Understood
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Dynamic Orchestration – key stepsUse the data to orchestrate interactions
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Dynamic Orchestration – key steps
connect
Use the data to orchestrate interactions
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Dynamic Orchestration – key steps
consume
Use the data to orchestrate interactions
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Dynamic Orchestration – key steps
synthesize
Use the data to orchestrate interactions
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Dynamic Orchestration – key steps
orchestrate
Use the data to orchestrate interactions
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Dynamic OrchestrationAlign the Data to the Respective Social Profiles and Roles
Influencer
Aggregator
SupplierSocial
Ecosystem
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Multi-Platform Integration
Dynamic Orchestration
Personalization
nEngagement
Social Enablement
Making it happen – Engage with Meaning
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Personalization
Build a single, trusted profile• Subscriber data management
Analyze for insights• Real time Profiling and analytics
Act for tangible business outcomes• Policy management, real time charging
ActionableCustomerIntelligenc
e
Act
BuildAnalyze
Technology
People Process
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PersonalizationFrom Knowing to Understanding
Uses iPhone
Female+1.305.555.1212
32 years old
Favorite team:Manchester
United
Researching iPads
Monthly revenue in
top 15% of all accounts
Currently located within ½ mile of baby
store
6 dropped calls
yesterday
Started looking at baby sites
within the last 3 months
Lives in Miami,
FLShares account with her husband
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Multi-Platform Integration
Dynamic Orchestration
Personalization
nEngagement
Social Enablement
Making it happen – Engage with Meaning
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nEngagementLeveraging Social Business… Continuous Engagement
Provide, Promote, Embed,
Educate, Advocate, Listen and Improve
Consumer Participant
Enterprise Participant
Key Adoption Principles
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Pre-Event
Personalized web experience provides a private shipside community to ready capturing experiences (e.g. photos, restaurant reservations…etc)
Attendee
Experiences throughout the trip are captured shipside and shared later to Facebook, Twitter…etc reducing network load, while enhanced experience is provided to the passenger
Post Event
After a voyage, experience content continues to live on, extending the experience lifecycle and providing opportunities for continued engagement and revenue
Non-Attendee
Experiences can be shared with friends and family, providing opportunities for the cruise to engage with new potential customers and garner extended revenue
nEngagement – Cruiseline Example
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Thank you